How We Research, Write, and Check Our Work

Content on this site is produced by Iwebs Design and signed off by Haseeb Iqbal, Founder & CEO, before it goes live. Trade pages carry a byline linking to our About page, where you can read the team's background and the work it is based on.

If you think something on this site is wrong, tell us and we will correct it. Our contact details are at the bottom of every page.

We use AI tools for research and drafting. That means gathering current industry figures, comparing what competing pages cover, and producing first drafts of page copy. Every page is then reviewed and approved by us before publication.

We are telling you this because Google's own guidance on helpful content asks publishers to make automation use self-evident, and because you deserve to know how the thing you are reading was made. Google's position is that appropriate use of AI is not against its guidelines and that what matters is content quality rather than how content was produced. We agree, and we would rather say so plainly than let you assume otherwise.

AI does not decide what we claim about results. It does not write client testimonials. It does not invent statistics. Those three lines are held deliberately, and the sections below explain why.

Every number on a trade page traces to a named, dated source, and the attribution is written into the sentence rather than hidden in a footnote — so you can see who said it while you are reading it.

Anything we could not verify against a real source was cut rather than published. That rule applied while these pages were being written: figures that could not be traced were removed, not rounded off or softened into vague claims.

Industry benchmarks are secondary research. When we quote a cost per click, a cost per lead, or an average job value, we are citing published 2026 industry data, not our own client averages, and the page says which.

Performance figures for our own clients come from Google Search Console, with the exact date range stated on the page. We do not estimate, round up, or extrapolate them.

We publish the unflattering half. Our roofing case study reports search impressions doubling — and states directly that 65 of the 90 clicks in that period came from people searching the company by name, so the non-branded work was not yet converting. That detail makes the result look weaker. It is also true, and a contractor deciding who to trust with a marketing budget deserves it.

We do not publish client revenue figures without permission. Where we have no result to show for a trade, the page says so and points to the one we do have, rather than implying proof we cannot evidence.

Client reviews on this site are the clients' own words, supplied by them. We do not write testimonials on a client's behalf, and we do not paraphrase them into something more flattering.

A testimonial attributed to a named person at a real business is an endorsement in their name. Writing one for them would be a fabricated review, and it would mislead exactly the people these pages are meant to serve.

Industry costs move. Pages carry a published date and, where they have been revised, an updated date, so you can judge how current a figure is.

When we find that something we published was misleading, we change it and we do not quietly delete the record. During this site's build we corrected our own roofing result after checking the underlying Search Console data more closely and finding that most of the click growth was branded — the original wording was accurate but implied more than the data supported.